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Enchantment: The Art of Changing Hearts, Minds, and Actions [Kindle Edition]

Guy Kawasaki
4.5 out of 5 stars  See all reviews (310 customer reviews)

Print List Price: $16.00
Kindle Price: $12.73
You Save: $3.27 (20%)
Sold by: Penguin Group (USA) LLC

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Book Description

Enchantment, as defined by bestselling business guru Guy Kawasaki, is not about manipulating people. It transforms situations and relationships. It converts hostility into civility and civility into affinity. It changes the skeptics and cynics into the believers and the undecided into the loyal. Enchantment can happen during a retail transaction, a high-level corporate negotiation, or a Facebook update. And when done right, it's more powerful than traditional persuasion, influence, or marketing techniques.

Kawasaki argues that in business and personal interactions, your goal is not merely to get what you want but to bring about a voluntary, enduring, and delightful change in other people. By enlisting their own goals and desires, by being likable and trustworthy, and by framing a cause that others can embrace, you can change hearts, minds, and actions. For instance, enchantment is what enabled . . .
  • A Peace Corps volunteer to finesse a potentially violent confrontation with armed guerrillas.
  • A small cable channel (E!) to win the TV broadcast rights to radio superstar Howard Stern.??
  • A seemingly crazy new running shoe (Vibram Five Fingers) to methodically build a passionate customer base.??
  • A Canadian crystal maker (Nova Scotian Crystal) to turn observers into buyers.


This book explains all the tactics you need to prepare and launch an enchantment campaign; to get the most from both push and pull technologies; and to enchant your customers, your employees, and even your boss. It shows how enchantment can turn difficult decisions your way, at times when intangibles mean more than hard facts. It will help you overcome other people's entrenched habits and defy the not-always-wise "wisdom of the crowd."

Kawasaki's lessons are drawn from his tenure at one of the most enchanting organizations of all time, Apple, as well as his decades of experience as an entrepreneur and venture capitalist. There are few people in the world more qualified to teach you how to enchant people.

As Kawasaki writes, "Want to change the world? Change caterpillars into butterflies? This takes more than run-of-the-mill relationships. You need to convince people to dream the same dream that you do." That's a big goal, but one that's possible for all of us.



Editorial Reviews

From Kirkus Reviews


Apple's former chief evangelist leads businessfolk down the path to enchantment.

The entrepreneur's entrepreneur is back with his 10th book, this time tackling the tricky art of influence and persuasion. Kawasaki (Reality Check: The Irreverent Guide to Outsmarting, Outmanaging and Outmarketing Your Competition, 2011, etc.) transforms the otherwise exhausted and overwrought tropes of how to win friends and influence people with a complete makeover here, whether he's talking about wardrobe choice or tips for effective swearing.

The author, a modern-day Dale Carnegie, offers explanations on how to wield the most influence in the digital age: Push Technologies like presentations, e-mails and Twitter are discussed as active means of enchanting others, while Pull Technologies like Facebook, YouTube and LinkedIn passively draw them in. The author's suggestions for achieving likeability and trustworthiness, as well as overcoming resistance, are thoroughly explained and can easily translate from the workplace to the real world.

Kawasaki makes good use of subheads and bullet points, rendering information in a searchable format. He ends each chapter with an anecdote that illuminates the effectiveness of his techniques—while it's not original, it's effective. The author's trademark light and airy style is on display, but it's his humor and empathy that makes the heavy use of BusinessSpeak and buzzwords more easily palatable.

Informative, concise guide from one of America's most influential and, yes, enchanting entrepreneurs.

Review

The power of a really good idea to transform the marketplace and individual customer experiences is huge. Enchantment offers a wealth of insights to help businesses and entrepreneurs tap into that potential. -- Sir Richard Branson, Founder Of The Virgin Group Read this book to create a company as enchanting as Apple. -- Steve Wozniak, Co-Founder Of Apple Informative, concise guide from one of America's most influential and, yes, enchanting entrepreneurs. Kirkus

Product Details

  • File Size: 1690 KB
  • Print Length: 237 pages
  • Page Numbers Source ISBN: 0241953642
  • Publisher: Portfolio; Reprint edition (March 8, 2011)
  • Sold by: Penguin Group (USA) LLC
  • Language: English
  • ASIN: B0049U4INC
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Lending: Not Enabled
  • Amazon Best Sellers Rank: #87,181 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

Most Helpful Customer Reviews
247 of 262 people found the following review helpful
4.0 out of 5 stars Make an Impact with Integrity March 8, 2011
Format:Hardcover
Marketing and leadership books are strange animals. Some are great and others make you want to stab yourself in the eye with a fork. Almost all, though, usually fall into one of two categories:

1. How to develop a large and successful business; and
2. Why all marketers are liars

Enchantment by Guy Kawasaki is neither of these; instead, it's a book about one thing:

Influence.

"How can I influence others without moral compromise?" is the question at the heart of Enchantment. And it's an important one. There are a number of easy cheats to convince people to follow your leadership (carrots and sticks) or to buy your product or join your cause (incentives), but eventually those things always fail.

Why? Because they're disingenuous. They don't tap into people's passions. They don't move the heart.

And without that happening, whatever impact you have is fleeting at best.

The "pillars of enchantment" Kawasaki puts forward ones you'd be hard pressed to disagree with:

1. Be likeable
2. Be trustworthy
3. Have a great cause

In other words, be someone you'd actually want to spend time with and offer something that matters. These seem like concepts that should be met with a resounding, "well, I should hope so." I mean, this seems to be common sense, doesn't it? That's thing about common sense, though. To paraphrase G.K. Chesterton, it's not that common sense has been tried and found lacking, it's that it's been found difficult and left untried.

Unless you're likeable, it's extremely difficult to be found trustworthy. And unless you're trustworthy, no one will rally around your cause, no matter how good it is.
Read more ›
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179 of 204 people found the following review helpful
2.0 out of 5 stars Not Enchanted March 11, 2011
Format:Hardcover|Verified Purchase
If you read a lot of books you eventually run into the same material fairly often. That's the case for me with "Enchantment". While I generally admire Guy's work, I was not enchanted with this book.

It is extremely basic stuff. Smile, firm handshake, don't dress like a slob---enchanting? Steve McQueen and his wife are returning to LA from Las Vegas by car and she needs to relieve herself. There's a line at the gas station restroom so she tells the gals in line that there's a movie star out front---the crowd runs to see the stars and she takes a leak. That's an example of creating a win-win situation. Well, next time I need to pee I hope there is a celebrity I can use nearby.

I'm not going to bother recapping the story about the TV producer who repeats that she just liked Howard Stern about a zillion times. (Puke)

Frankly, by mid way I had to resolve reading this book on an empty stomach. I find celeb stories dull and somewhat grating. Hell yes, if you're Bill Gates you'll be enchanting no matter what the hell you do. BTW, swearing is encouraged but must be used properly. (Bill Gates is my example)

Unless you can see the turnip truck that just dropped you off pulling away, skip this one.

Chris Reich
(2 stars because the design is very good though the content is "see Flip run" basic.)
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19 of 20 people found the following review helpful
2.0 out of 5 stars fluffy rip off of a better book by Robert Cialdini April 6, 2011
Format:Hardcover
At the end of Guy's book "enchantment" he fesses up to ripping off a lot of stuff from another guy's book.

Guy's book borrows heavily from a book that I read years ago and which is a much better resource for understanding "enchantment"
Get Robert Cialdini's book here instead, it's much more authentic and way deeper in examples.

Influence: The Psychology of Persuasion (Collins Business Essentials)

Cialdini's book is the real deal while Guy's book is just another Guy book without an original thought. Guy even touts his company alltopp again in this book, same as he did in his last book.

Guy is a good marketer of Guy but not much more than that
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46 of 54 people found the following review helpful
1.0 out of 5 stars Total Rip Off May 1, 2011
Format:Hardcover
Lately both Guy Kawasaki and Seth Godin has been writing books for the sake of writing. I have due respect for both of them but there is nothing new in this book, rather its boring and waste of valuable time. There are no hard and fast rules to build great companies, Google followed its own philosophy to build a great search engine and likewise Apple followed its own philosophy to build great products. Its a good thing to reason what steve jobs will do /what Bill gates will do but there is no guarantee that they both will succeed at it .

Same old stories and same old garbage. Save your money
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161 of 199 people found the following review helpful
2.0 out of 5 stars Hackneyed, poorly written. Enchanting? Puhleeez! March 11, 2011
Format:Hardcover
I am one of the many random people worldwide that received a complimentary copy of the book. And much as I feel grateful for the gift, I'll be honest. The book did not enchant. It's mostly a collection of tips that I've come across from various sources before this. What did not help was that the author re-wrote those tips in his own writing style (which is far from enchanting...actually it is tiresome!) It seems the author is more an entrepreneur than an original thinker or writer.

p.s. Btw, I got a link to a quiz on the author's FB page that offered to tell me how enchanting I was based on my responses. After filling out some 25 questions I clicked the Submit button to see my results and got a message that asked me to 'LIKE' the author's page BEFORE I could see my results. I was not enchanted. :(

p.p.s When I last checked, the quiz had been tweaked. You can now participate only AFTER you LIKE the page. Looks like the author still doesn't get it.
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Most Recent Customer Reviews
5.0 out of 5 stars good information
Guy does another fine job of outlining the major points and blending in anecdotal evidence to support his claims. Read more
Published 2 months ago by paul
5.0 out of 5 stars Five Stars
just needed to replace it , thanks
Published 2 months ago by Celia Ann Roberts
5.0 out of 5 stars Guy's best book yet, filled with "how to" style information you can...
The first time I saw Guy Kawasaki, he wanted to know who called him an a**hole. He was on stage as part of a panel, simultaneously sharing advice and checking his Twitter stream... Read more
Published 5 months ago by Rohit Bhargava - Author | Speaker | Nice Guy
3.0 out of 5 stars The first book by Kawasaki I read
An Interesting insight of the word "Enchantment" maybe pushed a little too far when Kawasaki tries to build a system around it. Read more
Published 5 months ago by Michele
5.0 out of 5 stars These notes became my personal guide to just being better at...
This book has made me change how I present at workshops. I couldn't put the book down because all the suggestions had me stopping to take notes. Read more
Published 5 months ago by Arond W. Schonberg
5.0 out of 5 stars Five Stars
This product came in great conditions!
Published 7 months ago by daisy delgado
5.0 out of 5 stars well written book.
I would recommend this book to anybody who has an interest in people. Guy Kawasaki is more than a writer, he's an inspirational leader. Read more
Published 7 months ago by Brandon Shults
3.0 out of 5 stars Easy to blow through, but the meat is all laid out clearly in the...
Kawasaki's overall idea, "there is a higher form of persuasion, enchantment" is pretty sound. He lays out pretty clearly his idea and how to achieve it. Read more
Published 7 months ago by bmg277
3.0 out of 5 stars good ideas
The first few chapters are strong, but loses steam toward the end. A quick, enjoyable read with many practical ideas.
Published 8 months ago by Richard Fye
5.0 out of 5 stars Five Stars
thanks for the book
Published 9 months ago by Leonard Natural
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More About the Author

Guy Kawasaki is the chief evangelist of Canva, an online graphic design tool. Formerly, he was an advisor to the Motorola business unit of Google and chief evangelist of Apple. He is also the author of APE, What the Plus!, Enchantment, and nine other books. Kawasaki has a BA from Stanford University and an MBA from UCLA as well as an honorary doctorate from Babson College.

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